It probably is pretty safe to assume that E-Mail Fundraising is not a flash in the pan, but, rather, will be a major weapon in the arsenal of every email marketing firm in the nation for ad infinitum. Scattered across the world wide web is tidbits of information and suggestions posted by various e-mail marketing experts meant to help give a better understanding of email marketing. While each and everyone may be valuable, it could be painstakingly difficult to fetter them out and paint a picture with a broad enough scope to actually let you know how to attain success in this realm. That’s why, as successful email marketing professional, I thought it would be prudent to take time to share a plethora of suggestions that have helped Pathmaker Marketing, LLC in their quest of becoming a successful professional e-mail marketing firm in the realm of e-fundraising. So, below is a comprehensive “what to do” guide for enjoying E-mail Fundraising success.
1. TEST - TEST - TEST - Constantly. In email fundraising there are some variables that you can control and some that you can’t. What you can control is when you send and how you design your emails and how you design your Landing Pages.
2. BUILD YOUR INTERNAL FILES - Understandably, your donor file will always give you the most return on any given e-mail. Next would be your internal prospecting file and finally any external prospecting file.
3. GET A DECENT ESP - To conduct an E-mail Fundraising campaign you must have an Email Service Provider (ESP). Basically, there are three types - Entry Level, Intermediate, and Advanced.
4. NO CSS WHEN CODING E-MAIL IN HTML - What is often overlooked is the fact that that if you use CSS it will be stripped by many email clients. For example, G-mail, Hotmail, Yahoo, and MacMail all tend to strip out CSS
5. DESIGN AND CODE TO 600 PIXELS WIDE - At that width your e-mail will render okay in a number of environments, such as PC, iPad and mobile phones.